Chocolate is given a mystical quality in Hershey Foods Corp.'s national TV and print ad campaign for its first U.S. boxed chocolate called Pot of Gold.

$5 MIL CAMPAIGN

The estimated $5 million campaign from DDB Needham Worldwide, New York, breaks this week, with TV spots showing an animated man and his son on a snowy ride in a horse-drawn sleigh. They journey to a cottage marked Hershey's Pot of Gold, described as "a special place where chocolate is everything."

The camera pulls back to show they are inside a snow globe.

Cal Gingrich, brands manager at Hershey, said print ads are scheduled in Chocolate Gourmet, Parade, People and TV Guide. The print uses the theme: "Fine chocolates have always been our gift."

BORROWING CANADIAN BRAND

In jumping into the $143 million boxed-chocolate category, Hershey is borrowing the name of its successful brand in Canada to go up against Whitman's Candies' Russell Stover and Whitman's brands, which hold nearly 70% of the U.S. market, according to Information Resources Inc.

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Judann Pollack

Judann Pollack (Judy) is deputy editor of Ad Age. She joined Ad Age in 1985 as editorial assistant, along the way fielding pretty much every position on the masthead, including reporter, Chicago bureau chief, New York bureau chief, features editor, executive editor and managing editor-international.